Contemporary Marketing Strategy (eBook)

Analyzing Consumer Behavior to Drive Managerial Decision Making

Rajagopal (Autor)

eBook Download: PDF

2019
XXI, 277 Seiten
Springer International Publishing (Verlag)
978-3-030-11911-9 (ISBN)

Infos

The broad foundation of this book is laid on the conceptual discussions on consumer theories and applied arguments on shifts in consumer behavior. This book develops knowledge and skills on building market-centric and competition-oriented models. Discussions in the book illustrate strategies for managing competitive market interventions through advanced marketing-mix elements across nine chapters. Various perspectives on innovation and technology for expanding and establishing business in competitive markets are critically reviewed in these chapters. This book examines advanced marketing-mix and several consumer-centric strategies to co-create new businesses in new markets by associating consumers.

Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Adjunct Professor at Boston University, MA. He has authored 55 books and over 400 research papers. Rajagopal is Editor of several academic journals.

Inhalt

Preface 6
Acknowledgements 13
Contents 14
About the Author 16
List of Figures 18
Part I Role of Consumers 19
Chapter 1 Consumer Behavior: Internal Factors 20
Consumer Perceptions 24
Consumer Attitudes 27
Consumer Behavior 32
Consumer Motivation 34
Consumer Learning and Knowledge Transfer 37
Stimuli and Response Mapping 42
References 47
Chapter 2 Consumer Behavior: External Factors 51
Business Environment 55
Geo-Demographic Factors 59
Consumer Culture and Behavior 62
Seasonality and Consumer Perceptions 67
Co-creation, Consumer Value, and Behavioral Dimensions 72
References 76
Part II Market and Organization 80
Chapter 3 Understanding Market Environment 81
Globalization Environment 82
Market Ecosystem 87
External Environment 87
Industry Attractiveness 90
Consumer Behavior 91
Market Competition 95
Innovation and Growth 98
Market Segmentation, Targeting, and Positioning 99
Consumer Culture and Strategy Dimensions 105
References 109
Chapter 4 Strategic Capability and Direction 112
Capability and Competence 115
Sustainable Advantage 120
Organizational Mission and Vision 126
References 129
Part III Functional Strategies 132
Chapter 5 Advanced Marketing-Mix 133
Marketing-Mix Elements 136
Basic Elements-Product 139
Basic Elements-Price 140
Basic Elements-Place 141
Basic Elements-Promotion 143
Extended Functional Elements of Marketing-Mix 143
Extended Functional Element: Packaging 144
Extended Functional Element: Pace 145
Extended Functional Element: People 146
Extended Functional Element: Performance 148
Extended Functional Element: Psychodynamics 150
Design Elements of Marketing-Mix 151
Peripheral Elements of Marketing-Mix 153
Market Entry Strategies 156
References 159
Chapter 6 Product and Brand Strategy 162
Product-Mix Management 163
Extended Product Strategies 167
Product Lifecycle 172
Product Planning and Customer Relationship 176
Building Brands 180
Launching Brands 182
Brand Association 184
Brand Governance 186
Brand–Consumer Segments 188
Co-creation and Breakthrough Brands 190
Brand Communication 192
Voice of Brand 195
Word-of-Mouth 195
Comprehensive Branding 196
References 197
Chapter 7 Pricing Strategy 200
Pricing Structure 201
Pricing Taxonomy 204
Dual Standards 207
Conspicuous Pricing 208
Value-Added Pricing 208
Product Lifecycle Based Pricing Strategy 208
Introductory Stage 210
Growth Stage 213
Maturity Stage 215
Decline Stage 216
Pricing and Profitability 217
References 224
Chapter 8 Distribution and Promotion Strategy 226
Channel Management Strategy 227
Distribution Strategies 232
Managing Channel Conflicts 241
Distribution Technology 244
Promotion Strategy 246
Promotion Mix 250
References 254
Chapter 9 Marketing Research 256
The Scope of Marketing Research 256
Marketing Research Process 258
Organizational Research 265
Research Design Models 267
Diverse Areas of Marketing Research 270
Technology and Market Drivers 276
References 283
Index 284

Produkt-Details

• Erscheint lt. Verlag: 1.2.2019
• Zusatzinfo: XXI, 277 p. 16 illus., 1 illus. in color.
• Verlagsort: Cham
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: Brand Management • brand strategy • Channel-structure strategy • Consumer Behavior • Decision Making • Distribution • Market Competition • Marketing-Mix • Marketing research methods • pricing strategy • product strategy
• ISBN-10: 3-030-11911-4 / 3030119114
• ISBN-13: 978-3-030-11911-9 / 9783030119119